The Digital Marketing Masterclass gives those with marketing responsibilities the understanding of how to leverage digital technology to drive business growth in the context of an SME. The masterclass provides insights into how customers behave digitally and how to make the right technology choices to maximise lead generation.

At a glance

  • Duration1 day
  • LocationCranfield campus
  • Cost£650 + VAT

What you will learn

The masterclass covers buyer personas, the role of content marketing, how to use social media as a lead generation tool, paid promotion, optimising owned media, search engine marketing and how to monitor and transform analytics into strategic decisions.

Core content

  • How buyer behaviour has changed
  • How businesses need to respond
  • Identification of the buyer journey
  • Personas, why they are important, and how to create and maintain them
  • Understanding search from a business leader point of view.
  • How to produce engaging content
  • Website and digital messaging
  • Social media and paid online promotion
  • Introduction to the use of analytics.

Who should attend

Those with marketing responsibilities in the SME.


Programme Leader

Jonathan Wagstaffe

Location and travel

Cranfield School of Management is situated in Bedfordshire close to the border with Buckinghamshire. 

The School is located almost midway between the towns of Bedford and Milton Keynes and is conveniently situated between junctions 13 and 14 of the M1.

London Luton, Stansted and Heathrow airports are 30, 90 and 90 minutes respectively by car, offering superb connections to and from just about anywhere in the world.

For further location and travel details

Location address

Cranfield Management Development Centre 
Wharley End
Cranfield
Bedford
MK43 0HG

This course is provided by Cranfield Management Development Ltd a wholly owned subsidiary of Cranfield University